EXCLUSIVE INTERVIEW: DEALING WITH DEPRESSION!

We managed to catch hold of the talented designer duo of Singapore fashion label DEPRESSION, Kenny Lim and Andrew Loh, sat down and ask them some exciting questions on their collection and everything under the sun, right before the showing of their collection at the Singapore Designers’ Showcase show at Audi Fashion Festival 2012 (which also showcased labels Saturday and A.W.O.L.)

Here are some questions that we’ve consulted with the ‘doctors’ (and enjoy the photos from the fashion show too!):

.

Hi Kenny and Andrew, first of all, congratulations on making it to the Singapore Designers Showcase at AFF! Tell us, how’s the ride for the label so far and how did you guys feel when you heard that you’ve got selected for the show?

Kenny:

Actually we have been very lucky, it has been really great so far. We strongly believe in starting from the ground up.

So we first started in Far East Plaza, where we spent 5 years in the store learning the ropes because we’re not from professional backgrounds. I actually worked in advertising and he (Andrew) was an art director. So we worked the floor for 5 years, really get to know every customer, and through that, researching what customers like, leaning how to handle customers, customer relation, how to handle rejects or whatever, how to piers staff all that.

So when that was done, we made our climb up slowly when we shifted to Millenia walk and Parco, then we did Blueprint, then we got stocked in a couple of countries and then next thing we know, we’ve got selected for the Singapore Designers’ Showcase show  in Audi Fashion Festival. In fact, we have had good responses in Blueprint this year as well! So its been up and growing.

So right now, we are kind of enjoying where we are now. But the real test I think for the brand is how we can survive beyond this 5 to 6 years mark. But right now, we’re very happy to make it to international grounds!

.

We’ve heard that your theme for this season is Plastic Surgery, and it will be very different from previous collections, especially the S/S 2012 Clouding of Consciousness, how is that so?

Kenny:

As you know, Depression is a very medical term, so every collection of ours is inspired by medical term and it may come off as scary name to some people. However, what we’re trying to do here is, we’re not encouraging depression or anything like that but we’re actually going against it.

The reason why we’re called Depression is because we are depressed working for people previously, that’s why we started the brand Depression to go against and to defy. So our collection have always been aimed at entertaining the consumer, the customer, to give them something to be interested about, come to the store, “Oh my gosh, the name Depression sounds scary”, but “Wow it’s so cute, its different”! So every collection is like that, medical themed yet meant to surprise and bring some humor to the consumer.

In fact, our Spring/Summer 2012 collection ‘Clouding of Conscious’ is, according to Wikipedia, a medical term used to describe a person going crazy. We just wanted to capture the different moods using clouds, great storms, clear skies and some people. And that was very graphic because for Spring, it tends to be lighter in terms of fabrication and we can use a lot er.. because Andrew, he is my graphic designer, so he has to show some of his graphic skills. He draws a lot of this stuff and gets it printed.

But for the Fall/Winter 2012 collection you’re about to see, there’s actually very little prints. We wanted to show a different side of us, so instead of showing what we can do with print wise, graphic design wise, we wanted to show techniques like multi-functional wearing, so we spent a lot of time working at the details. Plastic surgery is about preceding what you can do on your clothes, to change the look. It’s actually like doing plastic surgery on your clothes.

For example, we dictate on how we can change the drapes itself, so we have studs to bring about a different looks. We can also change it more free by mixing it, you can have detachable arms, detachable collars to change different looks.

So this was a bit of technical adventure for us. Think all our energy was spent on that. Once that was done, it was the stylizing and photographing, and it’s back to very Depression style.

.

That’s really exciting, and I’ve noticed that you guys are actually wearing one of your collection, right?

Kenny:

Yes, I’m wearing last winter ‘Birth defects’ collection. This is a like a perfect square top and my collar is at the back. Again, that is the defect i wanted to show. Instead, of the collar in the front its at the back. This is spring from clouds, spring pair of shorts. Certain pieces are just basically our spring tights and our spring shoes. He(Andrew) is also wearing spring shoes. The top is er..

Andrew:

A lady’s dress,

Kenny:

Its a dress actually, ladies dress

Andew:

You can button the top up or just leave it

.

That’s a lot of customizing to be done!

Kenny:

Yes! It’s like a plastic surgery, the beginnings of it from spring.

.

Plastic surgery is in fact a very unique and controversial theme, I must say! Speaking of plastic surgery, have any of you guys had plastic surgery before?

Kenny:

Er no. I never had plastic surgery, you can tell right?? (Haha) How can i be someone with plastic surgery??

.

No wonder you guys look so good without anything!

Kenny:

Confident.. but I would like to! No, just Kidding! (Haha) I wanted to when i was young because i have very small eyes. I would have done that if I am still young. Ladies can do make up but for us, no. Now, we are too old for plastic surgery.

.

Alright, enough about the plastic surgery. You know it’s pretty incredible what you guys are doing! Even Taboo from Black Eyed Peas loves your clothes!

Kenny:

Yes, he was shopping when he walked into the store. He was like ‘wow, this is nice’.

.

So how do you guys feel about this? Do you want to see other celebrities wearing your clothes?

Kenny:

It has never been about the celebrities endorsing. When we started the brand, it was all about us. We love clothing and we conceptualize a brand.

Every single celebrity that walks in is actually a friend, friend’s friend. Its been a eye opener since a mega Hollywood status celebrity wearing it and then the massive sort of response for the item was a shirt he suit up saw him wearing for a show so its like a commercial tool. So now, I’ll definitely love to dress some stars. because to me, it is quite fun actually. I would love to dress up some KPOP stars.

.

Any stars that you have in mind?

Kenny:

I think the guys from the Korean band, Big Bang are great. In fact, all my staff loves Big Bang, they’ll keep playing their music in the shop and i think it’s quite nice. These singers are very, very stylish. If I could just take a year off and follow them on world tour, I would love to style them everyday, it’s like a dream right? (haha)

.

Okay, so any hint on what we’ll be seeing for the seasons to come?

Kenny:

We’re actually working on our next season s/s 2013. The working title is Sterilization. That could be the name. I could not describe it now. Because after plastic surgery is done, there would be wounds, so we must stitch down wounds. So at the moment, that’s the theme.

.

Last question, there has been ongoing saying that a local label can onlybe successful if they establish their brands overseas first (in UK, US for example), then come back to Singapore to expand. what are your views on that, since you guys practically started and grew your label entirely in Singapore?

Kenny:

Depends on what you mean by success. Success could be just lots of fame and making lots of money. But i mean it’s two different things. But honestly, as i said earlier, there’s so many of us, we need to survive, so to survive the boutique, we actually spent a lot of time focusing on local market. So as you would have notice now, we climb from the ground up, and have had our success from word of mouth. Everything is the strength to survive on commercial market because it is really not, not say very difficult to do a fancy show, so crazy. And we love to do collaborations.

.

So in one word, what can we expect for your show later?

Kenny:

Young. Because i want the crowd to enjoy the show.

.

So there you go! Do check out Depression’s Plastic Surgery collection which would be hitting the stores in August! And we hope you’ve enjoyed our interview with these great and down-to-earth guys!

Just a hint: Their studded hats are to die for!!